VALENTINES CAMPAIGN “BEE MY HONEY”
description
Transcript of VALENTINES CAMPAIGN “BEE MY HONEY”
![Page 1: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/1.jpg)
VALENTINES CAMPAIGN“BEE MY HONEY”
Breakfast Briefing24th February 2010
Presented By
![Page 2: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/2.jpg)
Peter Ireton Chief Executive, Bóthar
PRESENTED BY
Presented By
![Page 3: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/3.jpg)
PRESENTATION OVERVIEW:
Campaign Origins & Objectives
Target Market Profiling
Direct Marketing Pack
Winning Touches
Honey Raises Money - Results!
Presentation Overview
![Page 4: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/4.jpg)
Campaign origins & objectives
• Acquire new donors. • Increase the database response rate in 2008 on
the response rate in 2007. • Increase the average gift in 2008 from 2007.
• Distinguish Bóthar as the charity that specialises in using animals in development aid. • Establish Bóthar as the first option of charity
for alternative gifts. • Use the lead campaign image consistently
across all media to ensure maximum value for our spend and increase brand recognition.
Campaign Objectives
![Page 5: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/5.jpg)
Getting to know the hive...Target Audiences for the
Campaign; 1) Bóthar donors (database)
2) hired list of 10,000 identified prospects
3) 50,000 unaddressed appeals selected by geographical location & that areas previous propensity
to give.
Target Audiences
![Page 6: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/6.jpg)
Getting to know the hive...
- Average Charitable Givers: female, 55+, pursuits are passive centered
on the home, garden and their grandchildren. The majority own their
house, no mortgage.
- Families:Established families with older children, professionals, two-car household, avid newspaper readers, credit card users.
Target Audiences
![Page 7: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/7.jpg)
Direct Marketing Pack
Active Database Mail Pack (Pack 1 of 4)
Direct Mail Packs
Anne Sample,Sample Address,Sample,Co. Samplet
![Page 8: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/8.jpg)
Spring Newsletter
Direct Mail Packs
![Page 9: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/9.jpg)
Valentines Card
Direct Mail Packs
![Page 10: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/10.jpg)
Note-pad sized, personalised appeal letter
Direct Mail Packs
Anne Sample,Sample Address,Sample,Co. Sample
![Page 11: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/11.jpg)
Direct Marketing Pack
Prospecting Mail Pack (pack 2 of 4)
Direct Mail Packs
Anne Sample,
Sample Address,
Sample,Co. Sample
![Page 12: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/12.jpg)
Direct Marketing Pack
Publicity Post Mail Pack (pack 3 of 4)
Direct Mail Packs
![Page 13: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/13.jpg)
Direct Marketing Pack
Publicity Post Test Pack (pack 4 of 4)
Direct Mail Packs
![Page 14: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/14.jpg)
Winning Touches•4 page appeal letter allows us to use
storytelling techniques.
• Typewritten serif fonts feels more personalised.
• Broken sentences at the end of a page with a PTO.
• Strong openings, important information in the PS.
• Prepopulated response form with personalised donation amount.
Winning Touches
![Page 15: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/15.jpg)
Honey Raises Money - Results!
1) Recruited new donors
Total of 841 new donors acquired
2) Covered campaign costs
Total campaign expenditure was €123,848.61 (incl VAT) and a return on investment of over
417% was achieved (doubling the highest ever ROI on this campaign).
Honey Raises Money!
![Page 16: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/16.jpg)
Honey Raises Money - Results!
3) Increased database response rate
2,882 donors (8.35% of the active database) responded to
the personalised database mailing, an increase of over
2.1% in 2007.
This Honey Raises Money!
![Page 17: VALENTINES CAMPAIGN “BEE MY HONEY”](https://reader035.fdocuments.us/reader035/viewer/2022062501/56815c13550346895dc9f018/html5/thumbnails/17.jpg)
Honey Raises Money - Results!
4) Raised funds for Bóthar
Funds raised from acquisition pieces:€112,483.86
Funds raised from database appeals: €404,057.39
Total funds raised: €516,541.20Expenditure: €123,848.61Net funds raised: €392,692.59
This Honey Raises Money!